melbourne cultural precincts plan · marketing and events committee report agenda item 5.1 13 march...

M A R K E T I N G A N D E V E N T S C O M M I T T E E R E P O R T

Agenda Item 5.1

13 March 2007

MELBOURNE CULTURAL PRECINCTS PLAN

Division Commerce & Marketing

Presenter Mary Hennessy, Manager Melbourne Marketing & Retail Development

Purpose

1. To seek approval of the Melbourne Cultural Precincts Plan (the Plan) and a management model to report on the Plan.

Recommendation from Management

2. That the Marketing and Events Committee approves the Melbourne Cultural Precincts Plan as well as the Terms of Reference outlining the management model including a steering committee consisting of the City of Melbourne, State Government of Victoria, and Victorian Multicultural Commission.

Key Issues

3. Melbourne has an international reputation as one of the world’s truly successful multicultural cities. The many cultural communities have brought and continue to bring rich traditions and perspectives to modern day Melbourne. The Plan ensures that the three cultural precincts of Chinatown, Lonsdale Street and Lygon Street will continue as authentic and stimulating celebrations of Chinese, Greek and Italian culture within Melbourne.

4. During September to October 2006, steering committee meetings, planning seminars and visioning workshops were conducted in each of the 3 Cultural Precincts. Invitations to the visioning workshops were extended to 2,900 addresses contained within the City of Melbourne rates database. A brochure outlining the details and purpose of the workshops was produced and distributed in study areas. Advertisements were also placed in the each of the 3 ethnic newspapers (Il Globo, Neoz Kosmos & Chinese Daily) promoting the visioning workshops to stakeholders.

5. In October 2006, the Draft Plan was released to the Steering Committee for comment.

6. The Plan outlines the delivery of a 10-year strategic development plan. This initiative will fund restoration of key laneways, street beautification, including art work, landscaping and lighting, as well as boost resources for the communities to showcase their cultural and heritage including their key festivals.

7. The Plan will be supported by an annual budgeted action/implementation plan, including identification of potential sources of funding.

8. The Plan is a joint project between the State Government of Victoria and the City of Melbourne.

9. An internal working party of key work areas within the organisation is currently identifying work to be undertaken in 2007/08 by City of Melbourne, subject to Council’s normal budget process.

10. The Plan is provided in Attachment 1 and the Terms of Reference in Attachment 2

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Time Frame

11. Implementation of the Plan to become effective 1 July 2007

Relation to Council Policy

12. The Plan is consistent with City Plan 2010, specifically relating to Inclusive and Engaging City.

Consultation

13. In August 2006, Ratio Consultants was commissioned by competitive process to deliver the Plan.

14. During September – October 2006, Ratio Consultants consulted extensively with internal and external stakeholders throughout the process including holding forums in each of the three Cultural Precinct areas.

Government Relations

15. The attached Plan has been approved by Department of Innovation, Industry and Regional Development, Government of Victoria.

16. The Plan is jointly funded by Victorian State Government. The State Government announced in October 2006 that it will invest $8 million to boost the vitality and vibrancy of three major cultural precincts – Lygon, Lonsdale and Little Bourke Streets – in partnership with the City of Melbourne and the Italian, Greek and Chinese communities (Attachment 3).

17. City of Melbourne will continue to provide direct financial support to each cultural precinct in capital works, maintenance, retail and business development. Further consultation will be finalised in the 2007/08 budget program.

Finance

18. The Plan will be supported by an annual budgeted action/implementation plan, including identification of potential sources of funding. Funding for those initiatives for which City of Melbourne is responsible for 2007/08 will be sought during budget process for 2007/08.

Legal

19. The recommendation made in this report is within the objectives and functions of Council.

Sustainability

20. This project will have a positive sustainability impact relating to the themes of Connection and accessibility; environmental responsibility; and innovation and business vitality by creating innovative strategies aimed at improving and developing the three cultural precincts in order to celebrate cultural heritage and enhance the thriving destinations for locals and tourists.

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Attachments: 1. Melbourne Cultural Precincts Plan 2. Terms of Reference - Melbourne Cultural Precincts Steering Committee 3. Media Release from the State Government, 28 October 2006

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Background

21. At its meeting on 6 August 2006, the Finance and Governance Committee:

21.1. accepted the proposal to co-fund the Strategic Development Plan for the City of Melbourne’s three cultural precincts. The total budget for the Strategic Development Plan (Melbourne Cultural Precincts Plan) was $100,000. $50,000 was to be provided by Victorian State Government and the remaining budget for the Plan, $50,000 was to be sourced from the Community & Cultural Programs budget which resides in the City Assets & Services Directorate;

21.2. resolved that the Steering Committee consisting of City of Melbourne, State Government and Victorian Multicultural Commission consult with the relevant precinct representatives throughout the process; and

21.3. recommended that a report be presented to the Community Services Committee considering whether there are emerging cultural precincts in the City of Melbourne and how they would be assisted. The Commerce and Marketing Division, formerly the Marketing, Tourism and Major Events Division is currently undertaking a separate process to determine whether there are other emerging cultural precincts within the City of Melbourne and a report will be delivered to committee by July 2007.

22. In August 2006, Ratio Consultants were appointed to produce a ten-year strategic Development Plan for Melbourne’s three cultural business precincts: Greek Precinct, Lygon Street and Chinatown

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a Strategic Framework

Prepared By Ratio Consultants

February 2007

In association with:Land Design PartnershipUrban EnterpriseMeredith Gould ArchitectsGroupwork

Chinatown - Lonsdale Greek Precinct - Lygon StreetChinatown - Lonsdale Greek Precinct - Lygon Street

for Melbourne’s Cultural Precinctsfor Melbourne’s Cultural Precincts

Project: 7582

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alahai

Attachment 1 Agenda Item 5.1 Marketing and Events Committee 13 March 2007

Prepared for:

Prepared by:

In association with:Land Design PartnershipUrban EnterpriseMeredith Gould ArchitectsGroupwork

With additional graphics by:

Peter Edgeley Pty Ltd

City of Melbourne &State Government of Victoria

Ratio Consultants

Chinatown - Lonsdale Greek Precinct - Lygon StreetChinatown - Lonsdale Greek Precinct - Lygon Street

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Contents

Introduction

Contribution of the Cultural Precincts

Snapshot

Vision Framework

Recommendations

Next Steps

Appendix: Persons Consulted for the Study

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Chinatown & Lonsdale Greek PrecinctChinatown & Lonsdale Greek Precinct

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Lygon StreetLygon Street

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Introduction

The cultural centres of Lygon Street, the Lonsdale Greek

Precinct and Chinatown are some of Melbourne's most

captivating and exciting precincts. They are the cultural

hearts of our Italian, Greek and Chinese communities; they

are also central to the unique visitor experience in our

beautiful city.

Ratio Consultants, together with associated consultants, have

been engaged by the City of Melbourne and the State

Government of Victoria to develop a Strategic Framework for

Melbourne's Cultural Precincts.

The City of Melbourne's three Cultural Precincts include: -

Chinatown, focused on Little Bourke Street (east of

Swanston Street) in the CBD;

The Lonsdale Greek precinct, centred on the south-side of

Lonsdale Street between Swanston and Russell Streets in

the CBD; and

Lygon Street precinct (the heart of Melbourne's Italian

community), generally between Victoria Parade and

Palmerston Street in Carlton.

This document is the Final Report in the Strategic Framework

for Melbourne's Cultural Precincts. It provides a summary of

the key findings of the Study together with a Vision

Framework and Recommendations for the future. It is

supported by two separate documents, including an Issues

Paper and Precincts' Atlas, which document the consultants'

analyses in detail.

The Study process, methodology and key outputs are

summarised at Figure 1.

As a product of their ongoing and organic evolution, each of

the cultural precincts have strong cultural and heritage

associations for the wider community, as well as an overlay

of rich social significance for a smaller and focused sector of

the community. A key objective of the Study is to identify the

range of cultural and heritage elements within the precincts

and within this framework, continue to develop and promote

the three precincts along cultural lines in a way that is

authentically Melbourne .

It is recognised that whilst each of the precincts represents

an important and historic link with Melbourne's cultural

communities, there is an opportunity to enliven and further

enhance their special roles. In particular, it is considered that

there is a need to improve the business environments, in

order to create a sustainable and viable setting for

investment and cultural activity. In essence, it is the array of

unique, local businesses that should be promoted as the self-

sustaining and driving force within the precincts, recognising

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THE BRIEF

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THE BRIEF

business as an element of culture and culture as the basis

for business.

The cultural precincts deliver a precious and important

cultural tourism product to the City of Melbourne. In addition

to business, there are opportunities to diversify and enhance

cultural activities, festivals and events in the precincts. This

could include regular activities such as market days, or

special events including sporting activities and cultural,

spiritual or secular festivals. This element of the Study has

strong foundations in the need to continue to promote the

precincts along cultural lines and to strengthen the tourism

and marketing potentials of the precincts. A key element of

this will be to identify existing and future user and tourist

markets, consumer perceptions of the precincts and overall

awareness and interpretation.

Visual presentation is a key element of creating a successful

business environment and an interesting place to live, work

and visit. The cultural precincts each have an identifiable

existing visual theme, generally linked to culture, heritage

and the activities environment. It is recognised that there is

an opportunity to strengthen the cultural and visual themeing

of the precincts, through streetscape and other elements,

emphasising a truly Melbourne approach that is reflective of

cultural, built form and natural heritage.

The purpose of the Study is to build on the existing social,

economic and aesthetic values of the three cultural precincts

of Melbourne, and to reinvigorate them as vibrant,

sustainable and innovative cultural hubs in a way that

reflects their heritage and an authentically Melbourne

experience.

The emphasis will be upon generating sustainable activities

from local ideas and customs, without comprising the

cultural integrity of the precincts. Using business and

investment as the catalyst for long-term growth and

renewal, the Study seeks to create an environment of self-

sustaining and self-generating businesses, activities and

events.

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STATEMENT OF INTENTSTATEMENT OF INTENT

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The City of Melbourne & Victorian State Government

Lygon Street - Lonsdale Greek Precinct - Chinatown

Ratio Consultantsand associated consultants

Prepared by:

February 2007STUDY PROCESS, METHODOLOGY & KEY OUTPUTS

Melbourne’s Cultural Precincts Figure 1

STUDY SCOPE &UNDERSTANDING

ISSUES PAPER &

PRECINCTS ATLAS

FINAL REPORT:

STRATEGIC

FRAMEWORK

EXISTING CONDITIONS ANALYSIS& PRECINCTS ATLAS CONSULTATION PROCESS

ASSESSMENT:HOW DO THE PRECINCTS PERFORM?

VISION FRAMEWORK:1. VISION STATEMENT2. VALUES3. STRATEGIC DIRECTIONS

RECOMMENDATIONS:1. LEADERSHIP & MANAGEMENT2. “WHOLE OF LIFE” FRAMEWORK3. PRINCIPLES4. NEXT STEPS

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Snapshot of the PrecinctsSnapshot of the PrecinctsContribution of the Cultural PrecinctsContribution of the Cultural Precincts

Melbourne, with an international reputation as one of the

world's truly successful multicultural cities, is home to people

from over 140 nations. The city is also known as a hub for

food and dining and is widely considered the arts and cultural

capital of Australia.

We acknowledge the important contribution that

multiculturalism has made to our world-class city. The cultural

communities have brought and continue to bring rich

traditions and perspectives to modern day Melbourne. The

communities who developed these areas influenced our

culinary repertoire, design style and approach to community

building at a social, cultural, environmental and economic

level.

In this context, the cultural precincts of Chinatown, Lonsdale

Greek Precinct and Lygon Street are an embodiment of our

cosmopolitan lifestyle.

As world class destinations in their own right they provide

their local communities, the broader city community and

visitors with special places to meet and be together – eating,

drinking, shopping and socialising – on shady tree-lined

streets, in busy colourful laneways, in stylish cafes,

restaurants, bars and specialty shops.

They are areas of Melbourne that will go on forever,

responding to contemporary paradigms and aspirations whilst

maintaining strong links with a rich, cultural past. The cultural

precincts give physical expression to the past and the

contemporary city living they have shaped.

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Snapshot of the PrecinctsSnapshot of the PrecinctsSnapshot

CHINATOWN

Precinct Boundaries

History

The Chinatown activities heart is focused on Lt Bourke Street

and its intersecting laneways, particularly between Swanston

Street and Exhibition Street. This core area has the highest

concentration of retail activities and is a popular pedestrian

thoroughfare.

The northern end of Chinatown (Bourke Hill area between

Exhibition Street and Spring Street) plays a supporting role

and is delineated by a change in character. This area is more

European in terms of its business mix and features street

trees in place of Chinese arches and lanterns.

Bourke Street and Swanston Street also accommodate spill-

over activity from Chinatown, particularly via the north-south

laneways that feed pedestrians through the precinct.

Chinese first arrived in Victoria during the gold rush of the

1850s, and Melbourne's Chinatown quickly became a cultural,

commercial and residential centre, and a staging post on the

journey to the goldfields.

By the late 1850s, Lt Bourke St included lodging houses,

provision stores, Chinese butchers, candle makers, and opium

manufacturers. Many of the buildings in Chinatown date from

the mid – late 19th century, and ownership and business

patterns have typically remained in Chinese hands.

There was widespread government led discrimination against

Chinese immigrants throughout the 19th and 20th centuries.

Speaking in support of the Immigration Act 1901, the Prime

Minister Edmund Barton famously stated that 'the doctrine of

the equality of man was never intended to apply to the

equality of the Englishman and the Chinaman'.

CHINATOWN

Precinct Boundaries

History

The White Australia Policy, although progressively relaxedfrom the late 1940s, was not finally overturned until 1973.This restricted Asian migration for much of the 20th century.Consequently, around 97 per cent of all Chinese Australianshave arrived here since the 1950s, and less than threepercent of Chinese Australians are descended from theoriginal gold rush immigration boom.

Prominent among the more recent arrivals are large numbersof students who sought political asylum after TiananmenSquare, Chinese immigrants from Cambodia, Vietnam,Indonesia and Malaysia, and currently large numbers ofChinese students studying at Australian universities. RMIT isnotable for its large Chinese student population, many ofwhom live within or close to the CBD. The continued influx ofChinese people into Melbourne has played a large part in thecontinued vitality and innovation in Chinese retail andrestaurant formats, and the overall success of Chinatown asa precinct.

About 200 people were surveyed in Chinatown over a three-day period in October 2006. It should be noted that the surveywas conduced during the daytime (11am – 5pm), and thenight time population of Chinatown may display slightlydifferent characteristics.

Of the 200 respondents, just over 20 per cent were visitorsfrom overseas or interstate. The vast majority of visitorswere from metropolitan Melbourne (and particularly thenearby suburbs), highlighting the significance of the precinctto locals. The predominant mode of travel in Chinatown waswalking (40 per cent), perhaps linked to the high proportion ofpeople who work/ study nearby (around 55 per cent ofsurveyed visitors). People tended to be either visiting a café/restaurant, shopping, or just passing through, which impliesthat Chinatown is an important lunchtime attraction fornearby workers and students. When asked a series ofquestions about their perception of Chinatown, respondentsgenerally indicated that: -

Chinatown is attractive and safe;the area has some cleanliness issues;the Chinese cultural experience was good; andthe quality of cafés, restaurants and shopping in theprecinct is high.

Visitor Perceptions

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Visitor Perceptions

Source: La Trobe Library image collection 7

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Environment

Chinatown presents a very organic, evolutionary precinct. As

demand for new floorspace has risen, businesses have

sprung up above street level, in small arcades and within

laneways. The result is a colourful and irregular activities

pattern, driven largely by eclectic Asian eateries and tiny

retail shops. The precinct is dominated by retail food

businesses and in particular, restaurants and cafés.

Chinatown also has high proportions of clothing and footwear

shops and retail services such as travel agents and

hairdressers.

The core Chinatown area, between Exhibition and Swanston

Streets, presents buildings of varying heights, although the

majority of the buildings are in the range of 3 – 5 storeys in

height. Combined with the effect of the taller buildings facing

Bourke and Lonsdale Streets, and the east-west orientation of

the street, the built form creates a strong sense of enclosure

within the Little Bourke Street streetscape.

The distinctive spatial character of Chinatown changes

somewhat in the Bourke Hill precinct, between Exhibition

Street and Spring Street. In this block, built form varies

considerably more in height and character than in the blocks

between Exhibition and Swanston Streets.

Entry from the main CBD grid into Chinatown is clearly

marked by the series of arches that mark the intersection of

Little Bourke Street with Swanston Street, Russell Street and

Exhibition Street. These arches are a strong and defining

streetscape element, but tend to inhibit pedestrian movement

at the footpath level.

There are some areas where safety and amenity could be

improved, for example through lighting and sanitation

measures. In other places, the laneways need to be treated

as service lanes only, with limited scope for upgrading.

Many of Chinatown's attractions and businesses operate

behind closed doors, making much of the activity mysterious

from the street. This is particularly so for the restaurants, but

the passive and blank frontages that dominate Little Bourke

Street should not be seen as a negative. A large part of the

attraction of Chinatown is its differentiation from the

predominantly Mediterranean-style dining of other precincts,

and the resultant sense of discovery for visitors.

The Chinese Museum is one of Chinatown's main attractions.

Five levels of galleries showcase artefacts and photographs

from the Gold Rush days to the present, depicting the stories

and culture of Chinese Australians. The Chinese Museum also

offers heritage walks through the Precinct daily. Asian dance

classes and karate classes are also held in the Museum.

Another important attraction is the Chinatown Cinema, the

only Chinese Cinema in Australia that features recent Hong

Kong movies. The Cinema has three screens which feature

recent Hong Kong movie releases as well as kung fu,

Bollywood, Korean and Japanese animation films.

Environment Community

The Chinese community in Melbourne is notable for the large

number of societies that operate within it. Indeed, it has been

noted that forming a society is a typical Chinese way of

organising people around an issue to get things done. This

review only lists a couple of the better known Chinese

societies active in Melbourne: -

The Federation of Chinese Associations (which

represents a broad range of Chinese interests, and

organises the Chinese New Year festival);

The Num Pon Soon society, which is one of Melbourne's

oldest Chinese societies (the Num Pon Soon building is

one of the most significant Chinese heritage buildings in

Chinatown); and

The Melbourne Chinese Community Cultural Centre in Lt

Bourke St, which contains more than 15,000 Chinese

books, and lends out magazines, videos and traditional

costumes. It also has a room for hire that can hold up to

100 people.

It should be noted that many of the Chinese community

centres in Melbourne are located outside the CBD in

suburban areas. These organisations and centres include the

Chinese Association of Victoria, the Chinese Social Services

Centre and the Chinese Women's Association of Victoria.

The major event held in Chinatown is the Chinese New Years

Festival, which is held over two days during the Chinese New

Year. The main activities undertaken in the precinct over the

festival are linked to the blessing of businesses by the Lion

Dances in the New Year. It is estimated (by police and the

Committee of Management) that around 200,000 visitors

attend the two-day festival.

The Asian Food Festival is a month long celebration of Asian

food involving a range of Chinatown restaurants. The CoM is

a major sponsor of the Asian Food Festival which is

coordinated by the Chinese Restaurateur Association of

Victoria. It will next be held in September 2007.

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New Years Festival

Asian Food Festival

Community

New Years Festival

Asian Food Festival

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LONSDALE GREEK PRECINCT

Precinct Boundaries

History

The Greek Precinct is located on Lonsdale Street betweenSwanston and Russell Streets. The majority of the Greekbusinesses in this precinct are distributed on the south sideof Lonsdale Street.

The Greek Precinct is smaller and less well defined than theother precincts, but it remains an important and popularmeeting place for cultural and sporting events. Land usepatterns have changed over the last 15 years, with some ofthe original Greek businesses re-locating to the suburbs.What remains is a collection of Greek restaurants, travelagents, the Greek Orthodox Community Centre, and somespecialty stores.

Greek immigrants and their descendents form an importantpart of Australian society. Melbourne has the third largestGreek population of any city in the world, after Athens andThessaloniki.

Lonsdale Street has been a centre for Greek activity since the1950s, when large numbers of Greek migrants were arrivingin Melbourne. In 1985 about 75 percent of the streetfrontage was taken up by Greek businesses, and there werenumerous offices and community organisations in theadjacent tenancies. Three major festivals were held in theprecinct: the Greek Festival, National Greek Day and GreekEaster.

LONSDALE GREEK PRECINCT

Precinct Boundaries

History

YOUNG AUSTRALIANS OF GREEK HERITAGE – ANTIPODES FESTIVAL 1988

Source: La Trobe Library image collection

The precinct has experienced a decline in the last 20 yearswith the focus of Greek retail activity moving to the suburbs,particularly Oakleigh and Doncaster. A smaller collection ofrestaurants, cake shops and travel agents still populate thestreet and growth will be required to reinvigorate theprecinct.

The precinct is essentially indistinguishable in its urban formfrom the rest of the main city grid. Spatially this section ofLonsdale Street is clearly dominated by the QV development,which tends to overwhelm the uses located on the southernside of the street. While the southern side of Lonsdale Streetcontains buildings of generally pleasing scale and character,they are not visually or spatially distinctive enough to definea recognisable urban precinct, so that the precinct appearsmore as a part of the broader Lonsdale Street streetscape,rather than a distinct area in its own right.

Street planting within the Greek precinct is located bothwithin the central median and at the back of kerb, andconsist of Platanus x acerifiolia (London Plane) in accordancewith the established CBD grid theme.

The Greek Orthodox Community Centre is the main culturalcentre in the Greek Precinct; it lies in a prominent locationon the corner of Lonsdale and Russell Streets. It is currentlyplanning to expand its range of services to the community.

The Antipodes Festival has been operating for the past 15years and has traditionally been held as a two-day event inMarch. The event is run by the Greek community ofMelbourne and is a celebration of Greek culture andheritage. The event usually attracts around 100,000 visitorsover the two-day period and includes street closure, stages,food stalls, traders, parade, and public speakers. The eventstarts around midday and runs late into the night.

Environment

Community

Antipodes Festival

Environment

Community

Antipodes Festival

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LYGON STREET

Precinct Boundaries

History

The Lygon Street precinct, located in the heart of Carlton,extends from Queensberry Street in the south to Elgin Streetin the north. This area represents the heart of the retail andrestaurant strip in Carlton.

Lygon Street, as an identified major activity centre underMelbourne 2030, fulfils an important local convenience andshopping role, together with a broader regional tourism role.These roles are reflected in the division of Lygon Street intotwo distinct sub-precincts. North of Grattan Street, LygonStreet is dominated by daytime uses, with clothing, footwearand accessories, cafes, and bookshops catering for the localand student populations, as well as the regional shoppingmarket. This precinct spills into Elgin Street.

South of Grattan Street is generally dominated by more formaldining, and while this area is generally open for lunch trade, itcomes alive at night. This area caters extensively for theregional and national tourist markets.

Melbourne has a very strong Italian heritage, which datesback to the first settlement. Large numbers of Italians startedarriving from the gold rush era of the mid nineteenth century,but the heritage of these migrants has largely been lost orabsorbed into mainstream Australian culture.

However, in the post-war era, a pro-European immigrationstance by the Australian government saw 170,000 Italiansmigrate to Australia between 1951-1960. It is no exaggerationto say that these migrants changed the face of Australia – andMelbourne – forever.

Italians formed extensive clubs and societies, started upbusiness, and generally took to their new life with gusto.Lygon Street was the focal point for Italian activity in the postwar years, and many businesses that sprang up in the 1950sand 1960s still operate. By the late 1950s, the Italiancharacter was the most dominant theme in Lygon Street, asother migrant groups such as the Jewish community migratedsouth to Caulfield, Prahran and South Yarra, and to othersuburban areas. By 1960, the Lygon Street strip was home toalmost 50 Italian-owned shops.

The Italian tradition has remained the dominant theme inLygon Street to the present day, resisting layers of newactivity, and new influxes of students and gentrified residents.Second and third generation Italians still come to Lygon Streetfor events, food and other activities, and many of the famousbusiness names are still operating out of the same premises.

LYGON STREET

Precinct Boundaries

History

Visitor Perceptions

Approximately 420 visitors were surveyed in Lygon Street overa three-day period in October 2006. The survey was conductedbetween 11am – 5pm, and it is possible that the night timepopulation of Lygon Street has slightly differentcharacteristics.

Lygon Street had a relatively low proportion of visitors fromoutside Victoria, (13percent, compared with 21percent inChinatown). Essentially, Lygon Street appears to function as astrong attraction for residents of Melbourne and Victoria,which is also illustrated by the frequency of visitation to theprecinct, with 42percent of respondents visiting every day orevery other day.

Almost equal proportions of visitors walked (35percent) ordrove (33percent) to Lygon Street, and 60percent ofrespondents either worked or studied in the area. LygonStreet, commensurate with its attraction to local workers,residents and students, provides considerable diversity in itsattractions. 28percent of people surveyed visited a café/restaurant, 14percent visited a clothing store and 11percentvisited a bookshop.

Visitors of Lygon Street generally felt that the precinct: -

is attractive, safe and very clean;

offers a good to excellent Italian cultural experience;

offers a good to excellent range of activities; and

has very high quality cafés, restaurants and shopping.

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Visitor Perceptions

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Environment

Lygon Street is characterised by a grand, 19th century

promenade feel. The street retains a strong Italian heritage,

through the dining and specialised food retailers.

Built form is generally of consistent height and set back on

both sides of the street, creating a character of distinct

uniformity and regularity, which makes a strong and positive

contribution to the perception of Lygon Street as an

integrated precinct. The formal consistency of much of the

built streetscape of Lygon Street is further enhanced by the

intact nature of the heritage buildings which make up a high

proportion of the street, the integrating presence of

verandas along much of the street, and the formal street

planting of Platanus x acerifiolia (London Plane). These

formal elements have been added to in the last 10 -12 years

through the introduction of a raised central median, which

also includes the planting of Platanus x acerifiolia. One of the

most significant issues raised during the consultation

process was the presence of this street tree, which is

notorious for producing pollen and wind-borne irritants.

Traders indicated that during windy days in spring and

summer, the presence of irritants in the air can be

unbearable for patrons dining in the street.

Argyle Square is the main public space in Lygon Street. It lies

on the Pelham Street east-west axis which runs from the

Museum to Elizabeth Street. This axis, identified for

development as a pedestrian link, is currently underutilised.

The intersections of Grattan and Faraday Streets are also

focus points and hubs of pedestrian activity.

A key Lygon Street attraction is the Cinema Nova, which

opened in August 1992 and has been expanding in size and

diversity since. Cinema Nova now has a total of 11 screens,

and offers new release arthouse films together with

commercial releases, regular special film events and

festivals.

La Mama Theatre and the Courthouse Theatre, together with

a range of galleries and bookstores in the precinct contribute

to the cultural, artistic and intellectual attraction of Lygon

Street.

Environment Community

Jayco Herald Sun Tour

La Befana

Lygon Street is about much more than just its Italian

heritage. Indeed, there are many layers of historic

immigration in Lygon Street, including Irish-Jewish and

Italian. The influx of Asian restaurants at the southern end of

Lygon Street could be seen to represent a new layer of inner-

city residents and students of Asian origin.

It should also be noted that the theatres and bookshops in

Lygon Street function as cultural attractors in their own

right. However, the precinct also hosts a range of important

Italian cultural facilities and services. These include:

C. O. As. It., which is a community agency delivering

information, education and welfare services to the Italian

community of Victoria. The agency provides culturally and

linguistically appropriate services that specialise in the

Italian community's needs. One of it's biggest objectives

is caring for the Italian elderly of Melbourne;

Italian Multimedia and Resource Centre, which operates

as part of C. O. As. It. Includes an Italian library service,

CD-ROM library, a 100-seat theatre and a 'language

laboratory';

The Centre for Italian Studies, which runs Italian

language courses and organises travel to Italy;

The Italian Historical Society, which holds a collection of

historical material about Italians in Australia; and

La Mama and Courthouse Theatres (discussed further

below).

Part of the Jayco Herald Sun Tour has been held in the Lygon

Precinct for several years and in 2005 the precinct hosted

the final day. Anecdotal feedback for the event has generally

been very positive.

In 2005 the Tour had 148 competitors from 16 countries,

including Australia, America, Italy, other parts of Europe and

New Zealand. This year there will be 98 competitors. The

event receives widespread media coverage.

In 2005 the event was combined with the street festival

. There were several issues that were

identified from the event and this year the event will be held

independently from the festival. In 2006, the event attracted

over 20,000 spectators, and initial reports consider it a major

success.

The La Befana Festival was held for the first time in 2005 and

was funded by CoM and co-ordinated by the Carlton Business

Association. The festival originates from an Italian

Christmas tradition, which celebrates the legend of the old

woman La Befana on the 6th January every year.

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Celebrate on Lygon

Community

Jayco Herald Sun Tour

La Befana

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Vision FrameworkVision Framework

The vision framework, as the views, values and aspirations of

the local communities and stakeholders in each precinct,

seeks to link our understanding of how the precincts function,

with a strategic framework for the future. To this end, it is the

critical connection with the community, together with our

analyses that will shape the recommendations for the future

of Melbourne's cultural precincts.

Throughout the Study, consultation has been undertaken at a

various scales, with two key purposes: -

To gather information about the cultural precincts from

the people within; and

To set a vision for each precinct.

The Study has been driven by a Project Steering Committee,

comprising financial and non-financial stakeholders from the

City of Melbourne and the State Government of Victoria. In

addition, an internal reference group of key City of Melbourne

and State Government representatives have met with the

consultants and provided on-going project advice. A range of

other representatives from Council, the State Government

and Government Agencies have also been consulted and

provided expert advice as required.

The consultants have met one-on-one with a cross-section of

local leaders and stakeholders representing each precinct.

Objectives for these sessions were to: -

discuss the project and its aims;

hear about what they understand is special in the

precinct, and what is not; and

hear about what their vision is for the precinct and what

ideas they have.

Following the one-on-one meetings, the consultants co-

ordinated independently facilitated visioning workshops in

each precinct. The visioning workshops were about two hours

in duration, held over three afternoons on a Monday, Tuesday

and Wednesday.

The brand for the workshops was , and the key

outcome is a vision for each precinct.

The process for the workshops was: -

Explore the present: -

a) What's special about the precinct?

b) What would you change?

c) What outside influences and issues might have an impact

on the future?

Imagine the future precinct: -

d) What do you see there?

e) What do you do there?

f) How do you feel when you are there?

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Our Place

PART 1 – Internal Consultation

PART 2: One-on-One Meetings with External Stakeholders.

PART 3: Public Workshops with External Stakeholders.

PART 1 – Internal Consultation

PART 2: One-on-One Meetings with External Stakeholders.

PART 3: Public Workshops with External Stakeholders.

Our Place

� Find and agree common ground: -

g) What we agree should be like in the future.

Comprehensive lists of the individuals and groups consulted

during the Study are included in the appendices.

The Vision Frameworks set out below do not describe what

the precincts are now but what they should be like in the

future – the destination. The Strategic Directions are the

pathways to the destination.

Melbourne's Chinatown is the oldest continuous Chinese

precinct across the Western world. Its rich heritage and

tradition revolves around the Chinese communities, world

class food, the buildings, streetscapes and laneways, the

Museum and New Year celebrations.

Chinatown is a tradition – a gift from a community that has

changed and influenced Melbourne's cultural, social and

economic development.

Chinatown, the place, is a Melbourne tradition – a

destination of exotic, culinary delights where you meet

friends for a yum cha, dinner before the theatre or a late

night supper. The variety of food is endless from cheap eats

to world standard Chinese cuisine. It has an international

reputation.

Our Place

Vision Statement – a description of the destination

VISION FRAMEWORK

Chinatown

Our Place


VISION FRAMEWORK

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In Chinatown the restaurants, bars, and shops bring hustle,bustle, vitality, energy and excitement all through the day andnight. Chinatown sleeps only a little.

The development of the future precinct will be guided bythese values: -

cultural traditions

colorful, busy, exotic, fresh

hospitable and honest

clean and safe

There are five directions to follow to reach the desireddestination of the future Chinatown.

Interpretation – Telling the Stories of Melbourne'sChinatown

The story of Chinatown, its communities, Associations,architectural heritage and activities should be shared withthe rest of the world. The National Chinese Museum has akey role to play as an interpretation and visitor centre; theplace you go to learn about the past and its impact on ourpresent and future.

Chinatown - Clean and Safe

There are issues with cleanliness in Chinatown due to thewaste generated by many restaurants and cafes beingconcentrated in a small area. A waste management systemneeds to be implemented to make sure rubbish andassociated smells do not spoil the ambience of the area andstop people from coming. The design and physicalmanagement of bins and collection points will help keep thearea clean and tidy.

People also need to feel safe. There are safety concerns inRussell Street between Little Bourke and Lonsdale Streets.Nothing deters potential visitors more than the real orperceived threat of danger. Close liaison with the VictorianPolice will ensure area concerns are understood and apartnership approach to safety achieved. Good urban designcan also help make a place safe.

Values Statement – to guide choice and behaviour

Strategic Directions - the directions to follow to reach thedestination

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Melbourne's Chinatown:A colourful, busy, exotic tradition!

Melbourne's Chinatown:A colourful, busy, exotic tradition!


Strategic Directions - the directions to follow to reach thedestination

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Built Form and Heritage

The architecture, narrow streets, bluestone footpaths,laneways and human scale buildings provide an engagingbackdrop to this busy area. The buildings must bemaintained and well presented to maximise the effect of thissetting. The laneways have potential to provide space forcontemporary activities and new traditions for the area.

The buildings, streetscapes and laneways are an integralpart of this special place and its stories. Their design detailand significance needs to come alive. In Chinatown there ishustle and bustle both day and night. Lighting to highlight thearea's built form will make Chinatown even more exciting atnight. Lighting will also add colour and movement on specialoccasions.

A Well-Connected Precinct

Linkages to other areas of Melbourne's central businessdistrict need to be developed particularly to Lonsdale Streetand the Greek precinct. The laneways between Little BourkeStreet and Lonsdale Street present an opportunity to link theprecincts and also create additional contemporary spaceswhere the differing cultural traditions can met and newactivities develop.

Linkages also need to be developed between the precinctsand the recently developed Queen Victoria Centre.

Events and Activities

Events are a means to increase visitation and celebrate thecultural differences of the precinct. They should focus on thestrengths of the area which in the case of Chinatown is foodand history.

Chinese New Year should be celebrated in Chinatown overthe traditional seven days to become the area's cornerstoneevent. Staging the iconic event over seven days offers choiceof time for participation, extends the benefits to businessesin the area and avoids the congestion and compromisedstandards associated with large scale one day events.

Similarly a regular fresh market featuring food and flowersestablished in one of the laneways would add a new andexciting dimension to the fresh food already available in thearea.

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Lonsdale Greek Precinct

Vision Statement


Strategic Directions – the directions to follow to reach thedestination

Lonsdale Street is the heartbeat and spirit of the GreekCommunity in Melbourne. Outdoor cafes, coffee, cakes andconversation, restaurants, wine, music and fashion, engageall ages in stylish cosmopolitan surrounds. It is aphilosophy; a way of life; all that is Greek.


cosmopolitan, hospitable

professional and prosperous

There are five directions to follow to reach the desireddestination of the future Lonsdale Street.

Interpretation – Telling the Stories of Melbourne's GreekCommunity

Telling the story of this iconic cultural area is part of thedevelopment plans of the Greek Community's Cultural andActivity Centre. This should be supported and promoted.When complete the centre will be a physical manifestation ofthe Greek Community's heartbeat and spirit; their place inthe city. This in itself could be a compelling reason to visitthe area.

Business Development and Diversity

The number of Greek businesses in Lonsdale Street,although small in number are big in reputation. The lack ofcritical retail mass however, means the future is precarious.A rejuvenating retail catalyst is needed to consolidate thestreet into a recognizable cultural precinct. Ideally, a major,world class Greek retailer should be attracted to the area togenerate higher volumes of shoppers and visitors.

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Lonsdale Street:Melbourne's Hellenism.


Vision Statement



� Quality Streetscapes

When you enter Lonsdale Street it is important to see and feelthe Greek transition. Streetscapes and urban design can helpdo this.

QV overshadows the Greek precinct and has created a windtunnel in Lonsdale Street. This makes the area uncomfortableto visitors and patrons particularly those seeking an outdoordining experience. A wind break solution needs to bedesigned for the street.

This physical requirement should be combined with aestheticsto build identity.

Links to Other Areas

Lonsdale Street should be deliberately linked to Chinatownand QV. The integration of QV to Lonsdale Street and ontoChinatown is highly desirable. Business outcomes will benefitfrom increased movement between the two areas and thenew development.

Events and Activities

When Greece celebrates, Melbourne's Greek communityflocks to Lonsdale Street. Melbourne with the third largestGreek community in the world offers strong potential toincrease patronage and visitors to the area.

The Antipodes Festival is already an established event on theannual cultural calendar. This should be further developed toencourage the Greek community, particularly young people, tocome back to the area and engage with Hellenism – all that isGreek. Festival activities offer potential for integration withQV.

The development of a public space for social and culturalactivities would support the development of future events andcultural activities.

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Lygon Street




Lygon Street is a place where we meet and eat together instylish outdoor cafes and restaurants. We promenade alongthe wide, leafy street past Victorian terraces and shops, allbuilt on a human scale. The shopping is special, not likeeverywhere else; the entertainment surprising and theatmosphere inspiring.


cultured, stylish and intelligent

local and authentic

different, exciting

welcoming.

There are five directions to follow to reach the desireddestination of the future Lygon Street.

Strengthen Business Diversity

Lygon Street is much more than food. It offers fashion,books, music and a variety of convenience stores for localresidents. Some of these stores are part of an iconicMelbourne retail suite.

This enviable reputation and diversity needs to be protectedand strengthened, particularly in the southern section of theStreet where the mix of activity is dominated by restaurants.

A balance between the family operated and specialty stores,and national chains must be maintained so the streetremains interesting and different to the other precincts, CBDand suburban shopping centres.

Melbourne's precincts aim to be 'world-class'. To be worldclass you need to be the 'best' in all aspects of street activity– the standard of food and coffee, presentation, service,facilities, design and interpretation.

Awareness and analysis will paint a clear picture of what isalready world class and where standards need to be raised

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Lygon Street - a celebration of Melbourne'sEuropean heritage.

Lygon Street




Lygon Street - a celebration of Melbourne'sEuropean heritage.

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Interpretation – Lygon Street's Stories

The Lygon Street story needs to be told. It is a story ofmigration, establishment and influence over the cultural andsocial development of the adopted city and country.

Although strongly Italian, many other cultures have also beeninvolved in developing the rich layers that make up the storyand meaning of Lygon Street. Telling the stories will buildidentity and a stronger sense of place.

The Local Village

Lygon Street is a village community. Its Victorianarchitecture, wide streets and leafy promenades are all builton a human scale. It is important that any development oractivity does not compromise this special feature of thestreet.

Apart from the street traders, the area is also home to manyresidents, families, students and new arrivals to our city andcountry. It is their home. This aspect should always be thefirst point of reference in building the local identity, characterand community. If the locals come first, the street willremain authentic; the experience visitors seek.

Celebrations

It is important that all the things that make Lygon Street anexperience and destination are celebrated – the heritage,culture, food and arts.

Celebrations and events should focus on the specialitycuisine, world class standards and stylish entertainment.They should run over a number of days and take place in thecafes, restaurants, stores and leafy footpaths – the placesthat make this street special. In this way, street closure andthe provision of expensive infrastructure and insurance willbe avoided.

Links to Other Areas

Many linkages can be made to connect Lygon Street to theUniversity, RMIT, CBD and other streets and precincts. Clearlinkages will help visitors make their way into the area, assistcross-marketing efforts with the other precincts and build asense of connectedness with the broader City community.

Although not a part of the City of Melbourne, potentialconnections to Brunswick Street should be explored with theneighbouring City of Yarra. Visitors have no boundaries.

cosmopolitan, hospitable

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Recommendations

SUMMARY

These analyses have come some way in deepening ourunderstanding of the cultural precincts: what makes themspecial, how they work and who they benefit. A keyunderstanding has been that the precincts are complex anddynamic organisms, constantly changing and evolving. It isrecognised that a range of different factors drive andinfluence the precincts, including: -

Their history and heritage;

The communities that identify them as their 'culturalheart';

The traders and business people;

The visitors and users; and

State and local policy.

The precincts therefore have changed and will continue tochange. It is the purpose of this Study to outline a pathwayguiding change in the precincts, in a way that embraces theirheritage and ensures a sustainable future.

We acknowledge that the precincts need to be underpinned bya strong and accountable model for leadership andmanagement. In order to become world-class touristdestinations and sustainable business and cultural centres,the precincts require a combination of: -

Core support and leadership from within; and

Professional and full-time management.

It should be emphasised that the focus for leadership wouldbe placed upon an “advisory committee” or similar,comprising community members, local traders and otherstakeholders, who would liaise directly with local and Stategovernment. This committee would be supported by a

or similar, who would act as a resource to thecommittee.

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precinctmanager

SUMMARY

precinctmanager

There is also a need for an overarching framework to drivethe precincts' ongoing development and growth. Theframework must reflect where the precincts have come fromand the individuals and communities that make them whatthey are today. To this end, the precincts require aframework that seeks to support, reinforce and celebrate the

. The components, or dimensions of thisframework have been distilled from our analyses andconsultations in the course of the Study. The componentsinclude: -

History and People;

Arts and Culture;

Environment; and

Service and Community.

Within the framework are ten principles for each precinct.These principles are linked to future actions, which directlyaddress the key issues and seek to build on the strengths ofeach precinct.

The next piece in the pathway towards sustainable successfor Melbourne's cultural precincts (and the finalrecommendation of this Study) is an understanding of whatcomes next. Of utmost importance is the need to identify andsupport a clear process towards achieving tangible outcomesfor the precincts, based upon the framework and principlesoutlined in this report.

Our key recommendations are structured under the followingthemes: -

Leadership and management;

A framework;

Principles for future actions and projects;

A clear process for delivering tangible outcomes as anext step.

whole of life

Whole of life

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LEADERSHIP AND MANAGEMENT

A WHOLE OF LIFE FRAMEWORK

The Melbourne Cultural Precincts Plan provides a strategicframework to guide the sustainable planning, marketing anddevelopment of Melbourne's cultural precincts. Therecommendations have focused on the major elementsrequired to achieve the framework. A key element is focusedon leadership and management. The Study recognises thateffective and sustained progress for the City's culturalprecincts will require unified and decisive leadershipsupported by professional management.

A three tier management system is recommended for theimplementation of the Melbourne Cultural Precincts Plan, andthe ongoing management and operation of the precincts:-

A steering committee consisting of representatives fromthe City of Melbourne, the State Government andMulticultural Victoria;

This committee will oversee the implementation of thePlan through engagement with precinct stakeholders on aproject by project basis; and

Ongoing support for the precinct associations asindependent decision making entities.

In summary, the recommendations for the representation ofthe precincts' interests and priorities and for the allocation ofstaffing resources for project-based initiatives are designedto achieve unified and decisive leadership for the precincts,supported by effective professional management.

It is clear that in order to achieve a sustainable renaissanceof Melbourne's precincts, it is necessary to adopt anframework that considers a outcome in eachprecinct. From our analyses, and from consulting with thecommunity and stakeholders, we have identified a four-dimensional approach to the cultural precincts that not onlydefine what they are today, but also the pathway for theirsustainable growth. This four-dimensional approach willensure that the key issues for each precinct are addressed aswell as to build upon their strengths and successes.

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whole of life

LEADERSHIP AND MANAGEMENT

A WHOLE OF LIFE FRAMEWORK

whole of life

The whole of life framework encompasses: -

History and People: the experience and narrative of thecultural community in Melbourne and Australia.

Arts and Culture: living arts and culture of the parentcivilisation.

Environment: the quality, role and significance of place inthe built and urban environment.

Service and Community: The service and community roleof the cultural precincts for Melbourne and its visitors.

At the heart of the framework is a 'cornerstone principle' foreach precinct. The cornerstone principle represents aconvergence of all four dimensions into a landmarkcelebration and an aspiration of the precinct's future. Itreflects a whole-of-life exposition of: -

the contribution, history and experiences of the culturalcommunity in Melbourne;

the arts and culture of the parent civilisation and itsoverseas communities;

the distinctive environment and place of the culturalcommunity; and

the important role of the cultural precinct in its service tothe community.

Figure 2 identifies the Framework for the Study.

The Victorian State Government will invest $8 Million toboost the vitality and vibrancy of three major culturalprecincts – Lygon, Lonsdale and Little Bourke Streets – inpartnership with the City of Melbourne and the Italian,Greek and Chinese communities.

This initiative will fund restoration of key laneways, streetimprovements including art work, landscaping andlighting, as well as boost resources for the communitiesto showcase their cultural heritage (including keyfestivals).

The City of Melbourne will continue to provide directfinancial support to each cultural precinct in capitalworks, maintenance, retail and business development.Further consultation will be finalised in the 2007-08Budget Program

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RECOMMENDED PRINCIPLESThe principles embody an 'actions', or projects approach tothe precincts, designed to provide practical guidance to theirfuture development and growth. The principles are essentiallya first step in this action-based process and directly reflectthe strategic directions outlined in the Vision Framework atSection 4.

There are ten principles identified for each precinct. Thecornerstone principle is the hallmark celebration of theprecinct, a reflection of its whole life and time. In addition tothe cornerstone principle, a series of 'smaller' principles,aimed to achieve a sustainable uplift of each of the precinctshave been identified.

These are illustrated diagrammatically in Figures 3 – 5 andoutlined in brief over the following pages.

RECOMMENDED PRINCIPLES

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Melbourne’s Cultural PrecinctsFigure 3

Lygon Street - Lonsdale Greek Precinct - Chinatown Ratio Consultants

and associated consultants

Prepared by:

February 2007

CHINATOWN : RECOMMENDED PRINCIPLES

ENVIRONMENT

SERVICE AND COMMUNITYSERVICE AND COMMUNITYARTS AND CULTUREARTS AND CULTURE

HISTORY AND PEOPLEHISTORY AND PEOPLE

Cornerstone Principle

E1

S1

H1

A1

A2

E2

S2

H2

E3

S3

Key Elements

Key Elements

Key Elements

Key Elements

Key Elements

Key Elements

Key Elements

Key ElementsKey Elements

Key Elements

Key Elements

Revitalising Chinatown’s Streets and Laneways

RediscoveringChinatown’s Laneways

Regular Markets inChinatown

Chinatown Heritage andCultural Centre

Celebrating ChineseArts and Culture

Light Up Chinatown

Street Activities inChinatown

Celebrating Melbourne’sChinatown

Telling Chinatown’s Stories

Improving Amenity inLt Bourke Street

Better Links with theLonsdale Greek Precinct

Investigate the creation of regularmarket in a laneway and/ or publicspace in Chinatown. Emphasise freshfood and produce.

Investigate feasibility of partial/ time ofday road closures in Lt Bourke St.

Work with traders to investigate thecreation of a changing program ofAsian food-based street trading in LtBourke Street and other key spaces inChinatown.

Create a new/ develop an existingevent into a festival celebrating Asianarts and culture, and the important roleof Chinatown in history and today.

Activities could include exhibitions,competitions, performing arts, dragonboat races, street markets andparades, a food festival: a culminationof a year-long program of arts, culturalbusiness and community activities inChinatown.

Investigate creating safe, attractive andvibrant activities hubs in key lanewayslinking Chinatown and Greek Precinct.Developmidblock between Swanston and RussellStreets.

Investigate the development of a newpedestrian thorough-fare mid-blockbetween Swanston and Russell Streets.

a new pedestrian thoroughfare

Investigate feasibility of partial/ time of dayclosures in existing laneways that link thetwo precincts. Encourage existingbusinesses in linking laneways to “doublefront” to create attractive outdoor diningenvironment.

Identify performance and exhibition spacesthroughout the Chinatown precinct.

Investigate establishing and maintaining aprogram of Asian arts and cultural eventsthroughout the year, perhaps inpartnership with a tertiary institution.

Investigate developing a new/ existing facilityas a Chinatown heritage and cultural centre.Incorporate a new Chinatown visitorinformation centre, targeted towards Chinese-speaking visitors.

Investigate the development a themedheritage walk through Chinatown, linkingkey sites and significant buildings withinterpretive material to “tell the stories” ofChinatown.

Undertake a review and physical upgradeof Chinatown's pedestrian and mixedservice/ pedestrian laneways.

The upgrade should include directionalsigns, art projects; general and featurelighting, planting and pavements.

Light selected heritage façades anddevelop feature lighting in order tocreate a sense of 'drama' in Lt BourkeSt. Emphasise the local 'Melbourne'flavour of Chinatown.

Develop a clean and consistent designstyle throughout Lt Bourke St. Betterintegrate 'Bourke Hill' area, TianjinGardens and the western end ofChinatown.

Upgrade pavements, lighting, streetfurniture, directional signs and otherinfrastructure. All surfaces and fittingsshould reflect the consistent City ofMelbourne design standard.

Investigate opportunities to widen thepavement in narrowed sections betweenExhibition St and Spring St.

Celebrating Chinatown's unique character

Create a sense of drama and excitement throughChinatown with lighting projects, street art and designmeasures to enhance Chinatown's uniquely'Melbourne' feel

Better integrate 'Bourke Hill' precinct with the rest ofChinatown through consistent urban design themes &visual links

Strengthen Chinatown's unique network of laneways,including upgrading pedestrian links to other precincts(such as the Greek Precinct)

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Prepared by:

February 2007

LONSDALE GREEK PRECINCT: RECOMMENDED PRINCIPLES

S3

ENVIRONMENT




E1

S1

H1

A1

A2

E2

S2

H2E3

Key Elements

Key Elements

Key Elements

Key Elements

Key Elements

Key Elements

Key Elements

Key Elements

Key Elements

Key Elements

Key Elements

Revitalising Melbourne’s Greek Precinct

Upgrading Lonsdale Street's outdoor dining experience

Create an attractive, sheltered outdoor environment on LonsdaleStreet for kerbside trading. Investigate the potential to incorporateoutdoor dining in laneways adjacent to existing cafés andrestaurants.

Upgrade the laneways through public art, pavement and lightingimprovements. Investigate the potential to enhance activity inlaneways through double-fronting, partial/ time of day closures andimproved pedestrian amenity.

Strengthen thematic and visual links with QV Square.

Upgrade and broaden the role of the existingGreek Community Centre.

Create a new community space for publicactivities and a base for the Antipodes Festival.Other roles could include a library and exhibitionspace.

Review on-street car parking provisions inLonsdale St, particularly at weekends.

Development of an efficient strategy formanaging car parking in the Greek precinct.

Seek to develop a Greek Heritage and EducationCentre in the CBD from existing collections held atthe National Hellenic Centre at La Trobe University.

Develop network of directional signs in order to linkthe new Heritage and Education Centre with theGreek precinct.

Cross-promote the Greek precinct and the Heritageand Education Centre through a changing programof special cultural events in Lonsdale Street,including restaurants.

Invigorate and enliven the network of lanewaysand other “surfaces” in the Greek precinct withpublic art.

Identify potential spaces for public art throughoutthe precinct. Focus on shared laneways withChinatown and blank walls (e.g. car parkentrances).

In partnership with the Greek Community Centre,establish a program of art commissions andcompetitions.

Create a new/ expand an existing event as afestival of “Hellenism” in Melbourne. Capitalise onthe influx of visitors to the precinct during festivalperiods.

Activities could include exhibitions, competitions,seminars, performing arts, street markets andparades: a culmination of a year-long program ofarts, cultural, business and community activities inthe Greek Precinct.

Identify a range of spaces across the City ofMelbourne to accommodate the festival program,with the Greek Precinct, Lonsdale Street and QVSquare being the focal point for activities.

Develop concept for the lighting and decoration ofthe Greek Precinct environment, to create aspecial festival atmosphere throughout the event.

Identify a small exhibition space in the LonsdaleGreek Precinct. Strengthen diversity of activitiesin the Greek precinct and link QV with LonsdaleSt.

Key themes to consider include the role of theQueen Victoria hospital in Melbourne's migrationand Greek history, together with its special placein women's health and social history.

Collections could be shared between the spaceand other institutions, including the ImmigrationMuseum, the proposed Greek Heritage andEducation Centre and private collections.

Create an attractive and sheltered streetenvironment for street activities. Inject colourand energy into the Lonsdale St environment.

Develop a unified concept for kerbside cafés inLonsdale St, with an emphasis uponmaximising wind protection and creating asophisticated Greek “feel”.

Undertake a review and physical upgrade of theGreek precinct's pedestrian and mixed service/pedestrian laneways.

Incorporate directional signs, art projects;general and feature lighting, planting andpavements.

Strengthen the visual and thematic connectionbetween Lonsdale St and QV Square

Capitalise on the existing open space in QVduring festivals and other events.

Enhancing Kerbside Cafésand the Streetscape

An Improved Greek CommunityCentre

Greek Heritage and EducationCentre

Art and Colour in theGreek Precinct’s Laneways

Celebrating Melbourne’sHellenism

Rediscovering the Greek Precinct’sLaneways

Better Car ParkingSolutions

Showcasing History and Culturein Lonsdale Street

Strengthening Links with QVSquare

Better Links with Chinatown

Create safe, attractive and vibrant activities hubsin key laneways linking Chinatown and GreekPrecinct. Consider developing

midblock between Swanston andRussell Streets.

Investigate the development of a new pedestrianthrough-fare mid-block between Swanston andRussell Streets.

a new pedestrianthoroughfare

Investigate feasibility of partial/ time of dayclosures in existing laneways that link the twoprecincts. Encourage existing businesses inlinking laneways to “double front” to createattractive outdoor dining environment.

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The City of Melbourne and Victorian State Government




Prepared by:

February 2007

LYGON STREET : RECOMMENDED PRINCIPLES

ENVIRONMENT




E1

S1

H1

A1

E2

S2

H2

Key Elements

Key Elements

Key Elements

Key Elements

Key Elements

Key Elements

Key Elements

Key Elements

Revitalising Lygon Street

A Heart for Lygon Street North

Activating Piazza Italia

Lygon Street Italian Cultural andHeritage Centre

Linking Lygon Street to Other Places

Making Best Use of Upper LevelSpace

Celebrating Italian Artsand Culture

A Focal Point for Piazza Italia

Investigate the creation of a new/ expandan existing event as a family-basedchildren's festival around the theme ofItalian Christmas.

Establish and maintain a program of artsand cultural events throughout the year.

Identify performance and exhibitionspaces throughout precinct and insurrounding areas.

Develop dynamic program of events inpartnership with a tertiary institution,local shops, galleries and theatres.

Program could include a range ofactivities such as visual art; photography;architecture; drama; opera; music andliterature.

Create interpretive centre/ exhibitionspace in Lygon St precinct for Italianculture and heritage.

Investigate feasibility of creating specialCarlton visitor centre in Argyle Square.

Develop a history/ heritage based focusfor Argyle Square. Strengthen the role ofthis open space and link with “telling thestory” of Italian migration and theircontributions in Melbourne/ Victoria/Australia.

Investigate the creation of a new 'heart'for Lygon St's busy northern quarter, as asmall public square/ plaza with qualityseating and art around a contemporaryItalian theme, with a view to linking thespace with adjacent laneway andimplementing pedestrian crossing toencourage east-west movement throughto Lygon St.

Formalise Pelham St as a high-qualitypedestrian link between key Carltonlandmarks and places of interest.Encourage pedestrian and visitor activitythrough the southern end of the precinct.

Develop a network of directional signs tolink Carlton Gardens (MelbourneMuseum); Lygon St and Argyle Square;Lincoln Square (Bali Memorial); andMelbourne University.

Creating key focal points to celebrate Lygon Street'shistory

Strengthen and activate Piazza Italia, “telling the story”of Italian migration and its contribution toMelbourne/Victoria

Create a public community heart in Lygon Street'snorthern end, through the development of a publicsquare, linked to adjacent laneways

Link Lygon Street to surrounding areas

Link Lygon Street with the surrounding areas, bydeveloping pedestrian links to surrounding parks andactivity districts

Formalise an east-west pedestrian axis from MelbourneMuseum through Piazza Italia to Lincoln Square andMelbourne University

Establish regular activities in PiazzaItalia to strengthen its role as acommunity gathering space.

Seek to develop a program of identifyingvacant and under-used upper levelspaces for use by young and emergingbusiness people/ designers/entrepreneurs.

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Chinatown

The vision for Chinatown identified that the precinct wasChinatown—unique to our city and not a replica

of Chinatowns in other parts of the world. The values thatguide future choice and behaviour emphasised the importanceof 'cultural traditions', a 'colourful, busy, exotic and fresh'atmosphere, a 'hospitable and honest' business environmentand a 'clean and safe' place to be.On this basis, the consultants identified ten principles to givelife to the vision. The recommended principles are outlinedbelow: -

Revitalising Chinatown's Streets and LanewaysKey Elements: -

Undertake a review and physical upgrade of Chinatown'spedestrian and mixed service/ pedestrian laneways.

The upgrade should include directional signs, art projects;general and feature lighting, planting and pavements.

Light Up Chinatown

Key Elements: -

Improving Amenity in Lt Bourke Street

Key Elements: -

Develop a clean and consistent design style throughout LtBourke St. Better integrate 'Bourke Hill' area, TianjinGardens with the western end of Chinatown.

Upgrade pavements, lighting, street furniture, directionalsigns and other infrastructure. All surfaces and fittingsshould reflect the consistent City of Melbourne designstandard.

Investigate opportunities to widen the pavement innarrowed sections between Exhibition Street and SpringStreet.

Telling Chinatown's Stories

Key Elements: -

Investigate the development of a themed heritage walkthrough Chinatown, linking key sites and significantbuildings with interpretive material to tell the stories ofChinatown.

Melbourne's


History and People

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� Light selected heritage façades and develop featurelighting in order to create a sense of 'drama' in Lt BourkeStreet. Emphasise the local 'Melbourne' flavour ofChinatown.

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Chinatown

Melbourne's


History and People

26

Chinatown Heritage and Cultural Centre

A Celebration of Chinese Arts and Culture in Melbourne

Key Elements: -

Create a new/ develop an existing event into a festivalcelebrating Asian arts and culture and the important roleof Chinatown in history and today.

Identify a range of spaces across the City of Melbourneto accommodate the festival program, with Chinatownbeing the focal point for activities.

Develop a concept for the lighting and decoration ofChinatown environment, to create a special festivalatmosphere throughout the event.

Establish and maintain a program of Asian arts andcultural events throughout the year, perhaps inpartnership with a tertiary institution.

Regular Markets in Chinatown

Key Elements: -

Investigate feasibility of partial/ time of day roadclosures in Lt Bourke Street.

Investigate feasibility of partial / time of day roadclosues in Lt Bourke Street.

Street Activities in Chinatown

Key Elements: -

Work with traders to investigate the creation of achanging program of Asian food-based street trading inLt Bourke Street and other key spaces in Chinatown.

Better Links with the Lonsdale Greek Precinct

Key Elements: -

Create safe, attractive and vibrant activities hubs in keylaneways linking Chinatown and Greek Precinct.

Investigate the development of a new pedestrianthoroughfare mid-block between Swanston and RussellStreets.

Investigate feasibility of partial/ time of day closures inexisting laneways that link the two precincts. Encourageexisting businesses in linking laneways to double frontto create attractive outdoor dining environment.

Key Elements: -

Investigate the development of a new/ existing facilityas a Chinatown heritage and cultural centre. Incorporatea new Chinatown visitor information centre, targetedtowards Chinese-speaking visitors.

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Arts and Culture

Service and Community

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Arts and Culture


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The vision for Lonsdale Street emphasises a cosmopolitan,professional and hospitable Greek precinct, which embodiesthe concept of 'Hellenism'. It is clear that the Greekcommunity do not wish emulate the 'market' feel of thesuburbs in Lonsdale Street, but rather create a high-class andsophisticated restaurant and cultural precinct—a truecultural destination.

The Consultants have identified the following ten principles togive action to the vision for Lonsdale Greek Precinct: -

Enhancing Kerbside Cafés and the Streetscape

Key Elements: -

Create an attractive and sheltered street environment forstreet activities. Inject colour and energy into theLonsdale St environment.

Develop a unified concept for kerbside cafés in LonsdaleSt, with an emphasis upon maximising wind protectionand creating a sophisticated Greek feel .

Rediscovering the Greek Precinct's Laneways

Key Elements: -

Undertake a review and physical upgrade of the Greekprecinct's pedestrian and mixed service/ pedestrianlaneways.

Incorporate directional signs, art projects; general andfeature lighting, planting and pavements.

Strengthening Links with QV Square

Key Elements: -

Strengthen the visual and thematic connection betweenLonsdale St and QV Square

Capitalise on the existing open space in QV duringfestivals and other events.

Showcasing History and Culture in Lonsdale Street

Key Elements: -

Identify a small exhibition space in the Lonsdale GreekPrecinct. Strengthen diversity of activities in the Greekprecinct and link QV with Lonsdale St.

Key themes to consider include the role of the QueenVictoria hospital in Melbourne's migration and Greekhistory, together with its special place in women's healthand social history.

Collections could be shared between the space and otherinstitutions, including the Immigration Museum, theproposed Greek Heritage and Education Centre and privatecollections.


History and People

�

�

�

�

�

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�

“ ”

�

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History and People

27

Greek Heritage and Education Centre

Key Elements: -

Develop a Greek Heritage and Education Centre in theCBD from existing collections held at the NationalHellenic Centre at La Trobe University.

Develop network of directional signs in order to link thenew Heritage and Education Centre with the Greekprecinct.

Cross-promote the Greek precinct and the Heritage andEducation Centre through a changing program of specialcultural events in Lonsdale Street, including restaurants.

Art and Colour in the Greek Precinct's Laneways

Key Elements: -

Invigorate and enliven the network of laneways and othersurfaces in the Greek precinct with public art.

Identify potential spaces for public art throughout theprecinct. Focus on shared laneways with Chinatown andblank walls (e.g. car park entrances).

In partnership with the Greek Community Centre,establish a program of art commissions andcompetitions.

Expanded festival program for the Greek Precinct

Key Elements: -

Create a new/ expand an existing event as a signaturefestival of 'Hellenism' in Melbourne. Capitalise on theinflux of visitors to the precinct during festival periods.

Activities could include exhibitions, competitions, recitals,seminars, performing arts, street markets and parades: aculmination of a year-long program arts and cultural,business and community activities in the Lonsdale GreekPrecinct.

Identify a range of spaces across the City of Melbourneto accommodate the festival program, with the LonsdaleGreek Precinct and QV Square being the focal point foractivities.

Develop concept for the lighting and decoration of theGreek precinct environment, to create a special festivalatmosphere throughout the event.

�

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Arts and Culture

“ ”

Arts and Culture

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An Improved Greek Community Centre

Key Elements: -

Upgrade and broaden the role of the existing GreekCommunity Centre.

Create a new community space for public activities. Otherroles could include a library and exhibition space.

Better Car Parking Solutions

Key Elements: -

Review on-street car parking provisions in Lonsdale St,particularly at weekends.

Develop an efficient strategy for managing car parking inthe Greek precinct.

�

�

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Service and Community Lygon Street

A key theme in the vision for Lygon Street is that the area'svalue as a 'cultural precinct' is reflected in its broaderEuropean heritage and aesthetics, with an overlay ofintellectual, bohemian and social values. It is a 'cultured,stylist and intelligent' place, 'different' to and more 'exciting'than other parts of Melbourne.

The consultants have identified ten principles to give life toLygon Street's vision: -

Revitalising Lygon Street

Key Elements: -

Investigate the creation of a new 'heart' for Lygon St'sbusy northern quarter, as a small public square/ plazawith quality seating and art around a contemporary Italiantheme with a view to linking the space with adjacentlaneway and implementing pedestrian crossing toencourage east-west movement through to Lygon St.

Formalise Pelham St as a high-quality pedestrian linkbetween key Carlton landmarks and places of interest.Encourage pedestrian and visitor activity through thesouthern end of the precinct.

Develop a network of directional signs to link CarltonGardens (Melbourne Museum); Lygon St and ArgyleSquare; Lincoln Square (Bali Memorial); and MelbourneUniversity.


Key Elements: -

Activating Piazza Italia to strengthen its role as acommunity gathering space.

Develop a history/ heritage based focus for ArgyleSquare. Strengthen the role of this open space and linkwith telling the story of Italian migration and theircontributions in Melbourne/ Victoria/ Australia.


�

�

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“ ”

Lygon Street


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30

History and People

the story

Arts and Culture

Lygon Street Italian Cultural and Heritage Centre

Key Elements: -

Create interpretive centre/ exhibition space in Lygon St

precinct for Italian culture and heritage.

Investigate feasibility of creating special Carlton visitor

centre in Argyle Square.

Celebrating Italian Arts and Culture

Key Elements: -

Establish and maintain a program of arts and cultural

events throughout the year.

Develop dynamic program of events in partnership with a

tertiary institution, local shops, galleries and theatres to

include a range of activities such as visual art;

photography; architecture; drama; opera; music and

literature.

Create a new/ expand an existing event as a family-based

children's festival around the theme of Italian Christmas.

Develop concept for the lighting and decoration of Lygon

St environment, to create a special festival atmosphere

throughout the event.

Making Best Use of Upper Level Space

Key Elements: -

Develop a program of identifying vacant and under-used

upper level spaces for use by young and emerging

business people/ designers/ entrepreneurs.

�

�

�

�

�

�

�

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A Focal Point for Piazza Italia

Key Elements: -

Develop a history/ heritage based focus for Argyle

Square. Strengthen the role of this open space and link

with telling of Italian migration and their

contributions in Melbourne/ Victoria/ Australia.

�

Identify performance and exhibition spaces throughout

precinct and in surrounding areas.

History and People

the story

Arts and Culture


Environment


Key Elements: -

Establish regular activities in Piazza Italia to strengthen

its role as a community gathering space.

An indicative concept of this principle is illustrated, overleaf.

Making Best Use of Upper Level Space

Key Elements: -

Develop a program of identifying vacant and under-used

upper level spaces for use by young and emerging

business people/ designers/ entrepreneurs.

A Heart for Lygon Street North

Key Elements: -

Create a new 'heart' for Lygon St's busy northern quarter,

as a small public square/ plaza with quality seating and

art around a contemporary Italian theme.

Link the space with adjacent laneway and implementing

pedestrian crossing to encourage east-west movement

through to Lygon St.

Linking Lygon Street to Other Places

Key Elements: -

Formalise Pelham St as a high-quality pedestrian link

between key Carlton landmarks and places of interest.

Encourage pedestrian and visitor activity through the

southern end of the precinct.

Develop a network of directional signs to link Carlton

Gardens (Melbourne Museum); Lygon St and Argyle

Square; Lincoln Square (Bali Memorial); and Melbourne

University.

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Environment

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ivat

ing

Pia

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Ital

iaIn

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Con

cept

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Next StepsNext Steps

The Study has provided a strategic framework to guide thesustainable planning, marketing and development ofMelbourne's cultural precincts. The focus of therecommendations is to achieve a renaissance of theprecincts through the application of leadership andmanagement, adoption of a approach to theprecincts that recognises their history and culture, andservice to the community, as well as their specialenvironmental characteristics and opportunities. In additionto these principles, the Study advocates aapproach to achieve significant and sustained benefits to theprecincts.

It is recommended that Council in-concert with Governmentagencies adopt a clear process to deliver a projects-basedapproach for the planning management and marketing of theCity's cultural precincts. The recommended frameworkemploys a five-stage process for the selection, testing anddevelopment of projects for the cultural precincts and isdesigned to achieve the following objectives: -

optimise benefits that could be achieved throughtargeted funding;

address concerns and celebrate the precincts in a waywhich best reflects public and stakeholder needs;

provide discrete packages for funding that can beassessed and evaluated;

identify actions that best achieve a balance between theneeds of the projects and feasible, beneficial andsustainable investments and activities.

The recommended process encompasses the followingstages: -

Review Project Principles

It is recommended that Council, together withrepresentatives from precinct stakeholders, Governmentagencies and the community, undertake a review of theobjectives and principles identified for each of the culturalprecincts in this Study. The review should consider theextent to which the objectives and principles address keyissues and concerns for the precincts, and the extent towhich they are likely to best assist sustained improvementsto the life and amenity of the precincts.

whole-of-life

projects-based

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whole-of-life

projects-based

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Projects Specification

It is recommended that, upon agreement of project objectivesand principles, Council, in conjunction with representativesfrom precinct stakeholders, Government agencies and thecommunity, identify and specify each of the potential projects.This process should identify:-

- project elements and components;

- relationship to existing Council and State programs andinitiatives and the extent to which projects may bedefined to eliminate duplication;

- responsibilities for managing implementation;

-funding options, including strategies to accesssponsorships for selected projects;

-potential performance indicators to assess projectoutcomes.

Projects Evaluation

It is recommended that the initial specification of projects befollowed by a transparent and verifiable evaluation process.This should address several criteria, including: -

- likely stakeholder, community, Government and Councilpolitical support, including a consensus on the extent towhich the project is likely to best advance the needs andaspirations of the cultural precincts;

- initial project development funding required;

- access to existing funding programs;

- potential for sponsorships;

- potential for longer-term sustainable funding sources;

- range and types, likely significance and sustainability ofidentified potential benefits (including benefits to thelocal and metropolitan community, tourism, business andinvestment benefits and sustained improvements to theamenity and image of the precincts);

- potential of the projects to celebrate the unique andspecial contributions of the precincts to the life andcharacter of metropolitan Melbourne.

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�

�

Project Delivery

It is recommended that Council, in conjunction withrepresentatives from precinct stakeholders, Governmentagencies and the community, adopt a commonframework for the delivery and operation of projects.This should encompass the following considerations: -

- final project elements and components;

- budget and implementation plan, including an agreedtimetable for specific actions and initiatives;

- designated project manager and supportteam/resources to undertake the project;

- specified relationship to other Council programs whererelevant;

Monitoring and Review

It is recommended that each of the adopted projects besubject to a monitoring program and cyclical review. Theproject should be reviewed in relation to a number of keyperformance indicators, including:-

- surveyed response of the community, keystakeholders, Government and Council to the projects;

- final cost of the projects in relation to initial budgetestimates;

- perceived and measured outcomes for a range ofpotential benefits that may include patronage byMelbournians and tourists, sponsorship andinvestment benefits, media exposure and marketingbenefits, amenity and safety benefits;

- extent to which the projects are seen to reflect theneeds and aspirations of the precincts;

- extent to which the projects support and reinforceother projects and Council and State programs.

The program of monitoring and review may result in thedeletion or modification of projects, or in the identification ofnew project principles and the formulation of additionalprojects to guide the future planning development andmarketing of Melbourne's cultural precincts. This process ofconceptualisation, evaluation, delivery and review is thusdesigned to provide a framework for the organicdevelopment of the precincts that best reflects needs andaspirations of existing and future communities.

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Appendix A : Persons Consulted for the StudyAppendix A : Persons Consulted for the Study

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City of Melbourne/State Government

Morris Bellamy: Design & Culture, CoM

Cr. Carl Jetter City of Melbourne Councillor

Geoff Lawler: Director Sustainability & Innovation, CoM

Peter Chaffey: Business Melbourne, CoM

Robert Moore: Urban Design, CoM

Andrew Korr: City Strategy, CoM

Nancy Di Santo: City Safety, CoM

Scott Chapman: Director Marketing and Customer Relations, CoM

Mary Hennessy: Manager Melbourne Marketing & Tourism

Chez Asch: Retail Development Co-ordinator, CoM

Sarah Doyle: Special Projects, Marketing & Retail Development, CoM

John Noonan: Group Manager Sustainable Regulatory Services, CoM

Ron Nelson: Engineering, CoM

Gordon Harrison: Engineering, CoM

John Kanelopoulos: Street Trading, CoM

Andrina Day: Street Trading, CoM

Kevin Louey Office of the Lord Mayor, CoM

Trudy McPhee: Melbourne International

Chris White: Tourism Victoria, DIIRD

Nicole Stockinger: Tourism Victoria, DIIRD

Martin Ginnane: Business Services & Retail, DIIRD

Roger Arwas: Small Business, DIIRD

Ozan Ibrisim: Ministerial Advisor, Office of Minister Pandazopoulos

David Hanna: Innovation Economy Advisory Board

George Lekakis: Victorian Multicultural Commission

One-on-one consultation:

for Lygon Street: -

− Connie Paglianiti: Lygon Street Traders Association

− Joanna Pace Lygon Street trader

− Mark Rubbo: Readings/La Mama

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− Luciano Bini : Multicultura Australia Inc

for Chinatown: -

− Danny Doon: Chinatown Precinct Association

− Eng Lim Chinatown Precinct Association

− Rod Gunnar Chinatown Precinct Association

− Ken Ong: Federation of Chinese Associations

− Bill Lau: Chinese Youth Society of Melbourne

− Mark Wang: Chinese Museum

− Richard Fitzgerald Her Majesty’s Theatre

for the Greek Precinct: -

− George Fountas: Greek Orthodox Community Centre

− Peter Abraam: Victorian Major Events Corportation

− Steven Jensen: Queen Victoria retail development

− Harry Tsindos Restaurant

Public workshops

Greek precinct

George Fountas Greek Orthodox Community Centre

Ignatios Karasavvidis Greek Precinct Association

Nicole Iliopolous Stalactites Restaurant

Poppy Greek Orthodox Community Centre

Eugenia Grammatikakis Greek Orthodox Community Centre

Peter Matthews Residents 3000

Robyn Bunting Resident

Paul Mavroudis Parthenon Travel

Katrina Galanos Greek community member

Lygon Street

Mark Rubbo Readings

Connie Paglianiti Lygon Street traders

Gina Resident

Beverly University Cafe

Liz Jones La Mama

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Greta Bird Carlton Residents Association

Jacky Watts Carlton Residents Association

Colin & Helen MacNamara Carlton Residents Association

Chinatown

Moni Trader

Cina Choi Shun Wah society

Darren Rudd Exford Hotel

Boniface Town Community member

Mark Wang Chinese Museum

Lorinda Chinese Museum

Peter Matthews Residents 3000

Michael Vickers Resident

May Trader

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Terms of Reference Melbourne Cultural Precincts Steering Committee

1 Terms of Reference - Melbourne Cultural Precincts Steering Committee Docs # 3980325

COMMITMENT • The State Government of Victoria will invest $8 million to boost the vitality and vibrancy of

three major cultural precincts – Lygon, Lonsdale and Little Bourke Streets – in partnership with the City of Melbourne and the Italian, Greek and Chinese communities.

• This initiative will fund restoration of key laneways, street beautification, including art work, landscaping and lighting, as well as boost resources for the communities to showcase their cultural and heritage including their key festivals.

• City of Melbourne will continue to provide direct financial support to each cultural precinct in capital works, maintenance, retail and business development. Further consultation will be finalised in the 2007/08 budget program

MANAGEMENT MODEL (INCLUDING STEERING COMMITTEE) The Melbourne Cultural Precincts Plan provides a strategic framework to guide the sustainable planning, marketing and development of Melbourne’s cultural precincts. The recommendations have focused on the major elements required to achieve the framework. A key element is focused on leadership and management. The plan recognises that effective and sustained progress for the City’s cultural precincts will require unified and decisive leadership supported by professional management. Role The Melbourne Cultural Precincts Steering Committee has been established to provide a platform for two-way communication and consultation between the City of Melbourne and State Government of Victoria responsible for overseeing the implementation of the Melbourne Cultural Precincts Plan. Extensive consultation will be initiated with the cultural precincts on a project by project basis regarding implementation of the Melbourne Cultural Precincts Plan. Responsibilities The Melbourne Cultural Precincts Steering Committee will: 1. Provide coordinated implementation of the Melbourne Cultural Precincts Plan with

representatives from the State Government of Victoria and City of Melbourne. 2. Advise the State Government of Victoria and City of Melbourne on the achievement of

commitments outlined within the Melbourne Cultural Precincts Plan; 3. Ensure that its activities and recommendations are in the collective best interest of the three

Cultural Precincts, the State Government of Victoria and City of Melbourne and are transparently free of conflicts of interest.

4. Monitor the implementation of the Melbourne Cultural Precincts Plan to ensure effective and

timely outcomes.

Attachment 2 Agenda Item 5.1

Marketing and Events Committee 13 March 2007

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Terms of Reference Melbourne Cultural Precincts Steering Committee

2 Terms of Reference - Melbourne Cultural Precincts Steering Committee Docs # 3980325

MEMBERSHIP Composition The Melbourne Cultural Precincts Steering Committee comprises representatives of the State Government and City of Melbourne. The members include representation as indicated following:

• Victorian Multicultural Commission Representative • State Government of Victoria Representative (Department of Innovation, Industry &

Regional Development) • City of Melbourne Representative (Director, Commerce & Marketing)

MEETINGS Frequency The Melbourne Cultural Precincts Steering Committee will meet quarterly. Special meetings may be called at times of high activity, eg. In the Budget development process, at the end of the financial year or at mid year review if it is being conducted. • July • October • February • May Length

The length of the Melbourne Cultural Precincts Steering Committee meetings will generally be contained to 1 ½ hours.

Longer duration meetings will be scheduled when applicable to accommodate special presentations and workshops.

Reporting The Melbourne Cultural Precincts Steering Committee will advise the State Government of Victoria and City of Melbourne Council via the Marketing & Events Committee at the end of each financial year on the achievement of commitments outlined within the Melbourne Cultural Precincts Plan Working Document.

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Attachment 3 Agenda Item 5.1

Marketing and Events Committee 13 March 2007

Media contact: Sofia Dedes 0418 362 409

Media release From the Bracks Government Saturday 28 October, 2006 $8 MILLION TO UPGRADE MULTICULTURAL PRECINCTS Premier Steve Bracks today announced Labor’s election commitment to invest $8 million over four-years into a Cultural Precincts Enhancement Initiative that will see the development of three of Melbourne’s vibrant and long standing cultural precincts. Mr Bracks said there had been recognition for some time by Italian, Greek and Chinese community leaders that certain prominent areas require upgrading and improving. “Labor’s record in multicultural affairs is unmatched. We have consistently been the party with progressive policies in this area, but we know there is more to be done,” Mr Bracks said. “This project will focus on Melbourne’s large Italian heritage on Lygon Street, our Chinese heritage, in Little Bourke Street as well as our Greek heritage on Lonsdale Street. “We are now taking on the challenge of refurbishing much loved parts of Melbourne,” he said. “The precincts matter to our multicultural communities, and they matter to all Victorians. “Together these three precincts have contributed enormously to Melbourne’s standing not only as Australia’s most multicultural city, but also its most cosmopolitan. “This initiative will fund restoration of key lane ways, street beautification including art work landscaping and lighting, and boost resources for the communities to showcase their culture and heritage. “We are investing in important projects like this to make Victoria a great place to live and raise a family.” Mr Bracks said the project would be completed in partnership with the City of Melbourne and local Italian, Greek and Chinese communities. “This shows the benefit of partnerships between community groups and different levels of government. The City of Melbourne is to be especially congratulated for its contribution,” he said. The Minister Assisting the Premier on Multicultural Affairs, and Minister for Tourism John Pandazopoulos, said the challenge the Bracks government, if re-elected would be to improve on its excellent record in multicultural affairs.

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Media contact: Sofia Dedes 0418 362 409

“These precincts have developed naturally over time, and the task for us is to ensure they remain a vibrant part of Melbourne life. They are an important part of the look and feel of our city,” Mr Pandazopoulos said. Mr Pandazopoulos said if re-elected, the Bracks Government would boost the resources for these communities so their cultural, tourism and economic assets remained for all Victorians to enjoy. “We want to send a strong signal to the communities that we value our heritage, no matter where it comes from and we are prepared to fund and support projects that improve not only business prospects, but cultural prospects.” Mr Bracks also said Labor had been successful in strengthening multicultural relations in Victoria. “Our priority is maintaining Melbourne’s reputation as the multicultural capital of Australia where diversity is celebrated.”

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Agenda Item 5.1 Marketing and Events Committee

13 March 2007

FINANCE ATTACHMENT

MELBOURNE’S CULTURAL PRECINCTS PROJECT

Funding will be subject to the normal budget processes.

Kerrie Jordan Acting Manager Financial Services

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Agenda Item 5.1 Marketing and Events Committee

13 March 2007

LEGAL ATTACHMENT

MELBOURNE’S CULTURAL PRECINCTS PROJECT

The recommendation made in the report is within the objectives and functions of Council.

Section 3C(1) of the Local Government Act 1989 (“the Act”) provides that:

“The primary objective of a Council is to endeavour to achieve the best outcomes for the local community having regard to the long term and cumulative effects of decisions.”

The Act sets out that in seeking to achieve its primary objective, the following facilitating objectives, among others, must be considered as set out at Section 3C (2) including:

“(c) to improve the overall quality of life of people in the local community; and

(d) to promote appropriate business and employment opportunities;”

Further, Section 3E (1) of the Act provides that the functions of Council include:

“(a) advocating and promoting proposals which are in the best interests of the local community;”

Kim Wood Manager Legal Services

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